Neuro-Advertising

Elke Schwarz

• 14 december 2022
• 9783658386320

Samenvatting:

When does advertising work and how can the effect best be determined in advance? The Subconscious Decision Marketing Index (SDMI) provides answers to this question. This novel measurement and analysis tool for assessing the subconscious impact of advertising captures the relevant processes in the subconscious of customers when making purchase decisions on the basis of neuroscience. This book demonstrates how the SDMI can be used in practice to identify brain regions, emotions, and body responses that are addressed by advertising, while measuring how advertising promotes or inhibits sales. This provides marketers and creative professionals in advertising agencies with metrics and clarity in areas that previously could only be partially measured, if at all. The result is easily comparable indices from which concrete recommendations for action can be derived.

A practical, profitable book for anyone who wants to use their marketing spend effectively and make a sound case for it!

The content

Emotion Index: Which emotions sell? What emotions does advertising trigger?

Benefit Index: To what extent does the advertising convince with brain-appropriate benefits?

Memory index: How high is the actual memory value?

Hormone index: Which hormonal reactions are triggered and how do they influence the buying process of customers?

Impulse Index: How well does advertising use impulse opportunities? How well do they work?

The author

Elke Schwarz is the managing director of the Institute for Sales and Marketing Excellence and developer of the SDMI. She lectures on the subject of the unconscious effectiveness of advertising and advises companies as well as advertising agencies.

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.